12/12/2023
Selling on Amazon allows brands to reach millions of consumers — but at what cost? 💸
Smaller margins, more competition, the risk of commoditization, and less knowledge about customers, as it turns out.
But for many companies, the expanded reach can be worth the losses. In general, companies will have access to many more customers by selling on Amazon. (Remember, most product searches in the United States, at least, start on Amazon).
Companies that choose to sell on the platform will need to make smart decisions about assortment offerings, page design, and fulfillment options so that they can take advantage of Amazon’s scale while protecting the long-term value of their brands.